Founded Year



Series D | Alive

Total Raised




Last Raised

$1B | 7 mos ago



About Thrasio

Thrasio is a consumer goods company using a deep understanding of rankings, ratings, and reviews to identify and acquire quality brands and use expertise and data science to make their products better or create new ones to meet changing customer demand.

Thrasio Headquarter Location

85 West Street Suite 4

Walpole, Massachusetts, 02081,

United States

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Thrasio's Products & Differentiation

See Thrasio's products and how their products differentiate from alternatives and competitors

  • Angry Orange

    Angry Orange, a pet-odor eliminator spray, was a 4-year-old brand generating roughly $2 million in annual revenue when founder Adam St. George decided to exit the Amazon FBA game. This commercial-grade product was successful, but there was untapped potential. The only logical move was a comprehensive rebrand of the entire Angry Orange product line. As a result of Thrasio’s collective efforts, we increased the brand’s 12-month revenue from $2.5M to $23.1M.


    To make the product consumer-ready, we completely revamped the packaging to tell a story that built consumer trust. We drove growth from both on-Amazon placements and off-Amazon. We put Angry Orang… 

    Angry Orange revenue grew roughly tenfold, as the seller achieved 100% of their earnout 

    Monthly pay-per-click sales increased 1,860% from 2019 to October 2021 

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Expert Collections containing Thrasio

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Thrasio is included in 2 Expert Collections, including E-Commerce.



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Latest Thrasio News

The CEO of an Amazon aggregator and a seller whose company was acquired for millions on the 'roll-up' hype and why it fizzled ou...

May 10, 2022

Johannes Willenberg, 37, was an Amazon seller who sold his company for several million euros. Willenberg told Insider how he built his brand and how he found a buyer for it. The CEO of The Stryze Group, which bought it, explained how the aggregation drive is changing. This is an edited, translated version of an article that originally appeared on February 26, 2022. Johannes Willenberg, 37, from Essen, Germany, ran Lumare, an LED lighting business, as an Amazon seller. He made millions when he sold his company to The Stryze Group, an Amazon aggregator in Berlin, for several million euros, an independent notary confirmed to Insider. Willenberg, a trained mechanic, said he built auxiliary control units for cars and sold them on eBay before he set up Lumare. But in 2009, a law was passed that meant his car parts were no longer allowed on the road, he said. "I had to come up with something else," Willenberg said. "That's when I saw a gap in the market for high-quality but affordable LED lights." In 2011, the first LED systems hit the market, but the products were "mostly very poor quality," he said. So Willenberg began making LED lights for his new brand, which he also initially sold on eBay. But he said he realized that it was the wrong platform for his new product, adding that "eBay is known for its secondhand market, so it's difficult to sell high-quality new goods there." That's when he decided to start selling on Amazon, he added. On Amazon, Willenberg said, he had "extremely" high sales figures right from the start, 20 to 30 times more than on eBay. He employed 17 people in 2021 before the sale to The Stryze Group. "My goal was always to exit," Willenberg said. "I worked really hard for many years, and so I wanted to take a break and focus on other things, like my family and sports. "  Willenberg added that the company could also only grow to a certain point without external help. "But I lacked the necessary resources, employees, and knowledge to grow bigger than my two big competitors in the market," he said. So he wrote to companies that were buying and scaling Amazon sellers, Willenberg said. He added that he wanted to make sure Lumare would continue to operate successfully after any sale, and that he got a fair and realistic offer. That's what The Stryze Group offered him, he said. The Stryze Group is an Amazon aggregator , a company that buys Amazon sellers and helps market and develop them. "Two years ago, no one was buying Amazon sellers here. There was no market for it at all," he said. He said that changed in Europe in mid-2020, when people saw the success of Amazon aggregators, such as Thrasio in the US. "Suddenly everyone was looking for Amazon sellers," he added. Sebastian Funke, the CEO of The Stryze Group, said there were about 30 to 40 companies worldwide that had made it their business model to take over successful, small Amazon sellers and scale them. Some of the other big names in the sector are Perch , also in the US, and Razor Group , a German aggregator. In 2021, 60,000 Amazon sellers had more than $1 million in sales, Marketplace Pulse said. Funke said, "We only buy merchants with revenues of 1 million euros or more, but the most interesting to us are ones with revenues of between 5 and 10 million euros." A total of 80% of the Amazon sellers in the Stryze portfolio come from Europe, the rest are from the US, Funke said. Most of the companies in its portfolio fall into categories such as home and household, animals, sports, health and beauty, and gaming. "The most important criterion with us is: We have to see growth potential in the brand," Funke said of how they vet potential acquisitions. Funke said he saw that clearly with Lumare. But when The Stryze Group bought it in 2021, Lumare was still mostly focused on Germany, he said. He added that it now wants to expand the business across the EU. Funke said a market consolidation was taking place among Amazon aggregators, and "ultimately, the biggest will prevail." He said it was also no longer as easy for small sellers to sell their business as it was two years ago. "Six months ago, sellers with 500,000 euros in sales were relevant, but now most buyers only look at a million or more," he added. "In my opinion, the big hype wave is over, and the market is becoming more and more professional. "  Willenberg added that he was already thinking about starting another business. He said, "Once you've scaled a company to a certain level, you know how to do it, and you can do it again." Sign up for notifications from Insider! Stay up to date with what you want to know. Subscribe to push notifications

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